Page 60 - Synchrony US Hispanic Market Playbook

FINAL THOUGHTS

Without a doubt, Hispanics have a significant presence in the US, and the accelerated
growth rate of this ethnic group has had a correlated positive effect on the economy.

Connecting with the Hispanic target in a genuine manner, where they are and with
what they need, therefore, becomes critical for growing your business. Here are the
recommended, overarching, first steps:

Double down on representation

Representation matters. And as you work to build an inclusive brand that attracts
diverse and underserved customers, you'll need representation in both your

marketing and among your internal teams.

Identify how demographic changes impact the products, services, and experiences
you'll deliver

As the multicultural population continues to grow, your brand will need to think
through how culture will impact your ability to serve customers who have the problem

your business solves.

Make belonging the goal

Business is about belonging. When your customers feel like they belong with you, they
will reward you with their attention, adoration, and loyalty. When they don't feel like
they belong, they will seek another option that does make them feel that way.
Based on the insights presented in this Playbook, there are opportunities for

connection in multiple areas:

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